Cultura Colectiva (CC) is a Mexican site that was created in 2011 and currently has more than 40 million page views per month, 70 million followers on all its social networks, and close to 3 billion video views. This year it announced its transformation into a multimedia group called Tribe, which is made up of six brands: CC, Ecoosfera, El Fildeo, Atomix, Así and No Soy Un Robot.
The founders of this platform are Luis Enríquez, Jorge del Villar and Adolfo Cano, who were looking for ways to support artists and creatives. This is how they opened a Facebook page and in the first month they got 25,000 followers (now they exceed 22,000 million).
This community became a digital communication medium: culturacolectiva.com, which today talks about lifestyle, entertainment, fashion, culture and news.
But these entrepreneurs and their team are always looking for ways to grow, which is why they opened offices in New York in 2016 to create original content in English for a bicultural audience in the United States.
In 2017, Cultura Colectiva joined Endeavor, a global high-impact entrepreneurship movement. In 2018 CC achieved 30 million followers and produced the miniseries “El manual del amor”. In 2020 he launched his own digital agency called “así”, which offers four services:
- Social media. – They work hand in hand with you the presence of your brand in digital and social networks. They manage from a campaign to all your communication.
- Community. – Creation of special soft sell projects: your own means of communication, a podcast, a virtual influencer or simply a newsletter.
- Web3.- Help you create non-fungible token or NFT solutions; in addition to activations in the metaverse.
- Creativity. – They create the complete positioning of your brand, the guiding concept and the campaigns of each of your products in all the spaces you need.
Today “tribe” is in the hands of Nelly Vieyra, its CEO, and Nayelli Chaídez, its CPO. “One day, a client came and told us: I have a website and I’m interested in being able to manage it. We accept. We jumped from 500,000 to more than 3 million monthly visits. This is how our digital agency was born. From 2020 to date, it has already grown by 400%”, explains Vieyra.
In 2020 they acquired Ecoosphere, one of the largest communities in Mexico focused on talking about sustainability, environment, ecosystem, health and the future of the planet. In 2021 they bought El Fildeo, a baseball site.
In 2022 they launched I am not a robot to talk about crypto and Atomix, a site for the gamer community in Mexico.
Differentiators
Tribe has a motto: We transform the world with creativity and its mission is to raise awareness, drive action and arouse emotions through quality engaging content. Cora Bravo, Editor in Chief of culturacolectiva.com, points out the four things they are currently focused on:
- The user experience. – The content is the product and the platform is the “store”. What they seek is to offer their community an organized, pleasant, easily accessible “store” with quality products. Right now they are obsessed with improving it.
- Jobs to be done. – The content is the product and must respond to consumer needs. They work on evolving the logic of content creation through Clayton Christensen’s “Jobs to be done” methodology applied to SEO, which goes from creating content that solves, that does work for people
- EASE. – Experience, Expertise, Authority and Trust (trust) are pillars in the creation of effective content that transcends. It’s not just who writes articles, but also what they know about the topic, how well they develop it, and how they make them an authority on it.
- Humanized and empathic content. – The Reuters Digital News Report confirmed that the news is depressing. Therefore, for the tribe, not reporting is not an option, the key is how they do it.
We are doing our best to reduce errors. Our content has to be well researched and written. Never underestimating the audience. We seek to be content experts. That the people who write are passionate about a particular topic.
Cora Bravo, Editor in Chief of Culturacolectiva.com
Tribu has three niches: media, agency and the part of creators. But what is the success of this digital pioneer? To the creation of an algorithm to know what interests people. This is how using data and technology they create powerful and engaging content that drives the most traffic.
The team is made up of 76 people, including cross-disciplinary content creators, production experts, data scientists, journalists, marketing professionals, and sales people.
Nayelli Chaídez concludes with a couple of pieces of advice: “There are no very crazy ideas. Anything that might seem out of place, try it. What is the worst that can happen? That does not hit Well tomorrow you try something else you have in mind. The joke is to try until you hit the nail on the head. The second thing: In digital it is very important that you take into account that you are not talking to yourself, but to someone else. See what interests the person you are talking to. Always think of the other.”